Mkt strategycasestudyx

722 views

Published on

Case study of rebranding of company that had made multiple acquisitions.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
722
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mkt strategycasestudyx

  1. 1. ScreamingMedia – one of the early dot.com companies – had made two acquisitions: Stockpoint and Inlumen . This changed their original business model – redistributing content from a broad range of primarily business and consumer publications to websites that needed ear-time information. With Stockpoint and Inlumen, the content was primarily financial data and up-to-the-minute market news. In addition, Screaming Media was now getting involved with of new content distribution methods – mobile phone, in-flight airline systems, etc. ScreamingMedia needed a new name , a new logo, a new look and a new story that not only spoke to each market they were now addressing:  Financial services  Business Information  “Access” (non-Web based distribution of content) But also presented a a cohesive company image for shareholders and for potential acquirers. Pinnacor name and new logo were more “business- like” than ScreamingMedia and neutral enough to play well in all markets. Creation of a new Pinnacor “story” made it clear that this was a cohesive company that was repurposing underlying content and technology to serve multiple markets. Organization of website by markets served ,and market-specific brochures and sales sheets supported each business unit. Rebranding of all company stationery, business cards, invoices, company signage., and all demo websites completed effort. Announcement of name change and the structure of the three business units for customers, partners, active prospects, etc. and ads in Fortune Magazine with new name and with focus on specific business units took the rebranding public. PROBLEM: SOLUTION:
  2. 2. Financial Services Business Information Access Solutions Website Home Page
  3. 3. Business Unit Landing Page Financial Services Business Information Access Solutions
  4. 4. Access Solutions Business Unit Brochures Business InformationFinancial Services C O V E R I N S I D E
  5. 5. Corporate Image Website: Company Landing Page PowerPoint Template Sales Proposal Cover Blue, Green and Amber colors from three business units are combined with gray to create the corporate image.
  6. 6. Stationery Envelopes Business Cards Invoices Office Signage … reflect the brand Corporate Image
  7. 7. Rebranding Announcement Translucent envelope holds triangle-shaped announcement that opens up to reveal the three business units.
  8. 8. Rebranding Announcement Two full-page ads placed in Fortune Magazine

×